Campaign details
Brand: Rakuten KoboAgency: Ogilvy
Challenge
Kobo is the world's second largest e-book company and the leading brand in Canada and Japan. They entered the Taiwan market in 2016 with an abundance of international resources; nonetheless, they were facing strong competitors including global and local companies. Kobo's usage rate was only 2%.1 They needed to find a breakthrough in user growth and establish a leading position.
Objectives
The Taiwanese e-book market has been developing for almost a decade. However, the market share of e-books compared with sales of paper books is less than 6%....